Social media algorithms warp how people learn from each other, research shows
People’s daily interactions with online algorithms affect how they learn from others, with negative consequences including social misperceptions, conflict and the spread of misinformation, my colleagues and I have found.
People are increasingly interacting with others in social media environments where algorithms control the flow of social information they see. Algorithms determine in part which messages, which people and which ideas social media users see.
On social media platforms, algorithms are mainly designed to amplify information that sustains engagement, meaning they keep people clicking on content and coming back to the platforms. I’m a social psychologist, and my colleagues and I have found evidence suggesting that a side effect of this design is that algorithms amplify information people are strongly biased to learn from. We call this information “PRIME,” for prestigious, in-group, moral and emotional information.
But what happens when PRIME information becomes amplified by algorithms and some people exploit algorithm amplification to promote themselves? Prestige becomes a poor signal of success because people can fake prestige on social media. Newsfeeds become oversaturated with negative and moral information so that there is conflict rather than cooperation.
The interaction of human psychology and algorithm amplification leads to dysfunction because social learning supports cooperation and problem-solving, but social media algorithms are designed to increase engagement. We call this mismatch functional misalignment.
Functional misalignment can also lead to greater spread of misinformation. A recent study suggests that people who are spreading political misinformation leverage moral and emotional information – for example, posts that provoke moral outrage – in order to get people to share it more. When algorithms amplify moral and emotional information, misinformation gets included in the amplification.